More than any other paid media platform out there, Facebook Ads have revolutionized the way marketers are able to distribute their content and other messages to a highly targeted audience.

In the past, advertisers and media buyers have always been able to go after specific customer segments where they’re likely to be – specific TV channels, specific magazines and print media, and even specific websites with display ads.

However, over the past decade, Facebook has built the most complete database of demographic and psychographic data that has ever existed.

It’s taken our targeting abilities to levels that those other options couldn’t come close to.

Want some examples of Facebook’s targeting powers?

Let’s say you own an auto dealership, and you want to get more young professionals in to test drive your latest compact car.

Through Facebook, you can now target 290,000 millennials ages 18 to 30, who live within 25 miles of Seattle, and who love the Seahawks.

Now – through Facebook’s data partners and the behaviors section – you can drill down further into that audience to target the ones who have shown signs of being in the market for a new vehicle.

Run a giveaway from free Seahawks T-Shirts for anyone who takes a test drive during September plus a chance to win an autographed Russell Wilson jersey, and see what your engagement rate looks like.

Now – let’s say you run a gluten-free e-commerce subscription service. You might want to target 180,000 women in the United States with more than $100k in household income who love gluten free products and blogs and who have a record of shopping in luxury stores.

See if they’re interested in subscribing to a monthly delivery of your gluten free snacks with a 15% coupon for their first month’s order.

Pretty powerful stuff, right?

Now what if I told you that we often reached audiences like these for $0.20 to $0.60 per click?

That’s correct. While early campaigns can often cost $1 to $4 per click (still a decent price for highly targeted audiences), we can often get those costs down even further after some testing and refinement.

(Sidenote: Our most successful campaigns have ranged from $0.02 to $0.10 per engagement. You’ll only see these rates on content that Facebook users really love.)

Wish you were doing targeting like this for your brand? In this post, I’m going to breakdown every single way you can target Facebook users.

A Quick Note On How To Search This Page:

We’ve compiled a pretty exhaustive list of all Facebook targeting options (with some exceptions in the Interests category, which is bottomless). You’ll probably want to come back to this page at some point to search for a specific targeting entry.

To search the page like that, click the “Expand All” button below to expand all targeting info sections, then hit CTRL + F to find any text on this page. These sections are closed by default, otherwise this page would be huge.

Expand All Targeting Lists

Collapse All Targeting Lists

Facebook Ad Targeting Overview:

Facebook ad targeting can be broken down into 8 categories. This is the high level overview – we’ll cover them all in more depth shortly.

OK – got all of that? Excellent – let’s quickly dicuss how these targeting sections add and subtract from one another, and then we’ll get into the nitty gritty breakdown of every targeting section.

How Targeting Sections Interact

Facebook Ad Targeting sections are a bit tricky the first time you use them when you’re trying to go after two targeting options in the same section. Sometimes you add a targeting option thinking your audience will get smaller – but it gets bigger. And sometimes you select another option and the audience gets smaller – or disappears entirely.

Here’s how that all works:

I start off with users who like Kanye West – 27 million people. Then I ADD people who like Taylor Swift. “Kanye West” and “Taylor Swift” are additive because they’re both in the Interests targeting group. So, our audience members like one or the other, but not necessarily both. However, when I target people who specifically are college grads – the audience gets smaller. We’re filtering to people who like (Kanye West OR Taylor Swift) AND who have a college degree.

So – when we add new options to the current category, like multiple interests, our audience size gets bigger. When we add new targeting categories like education level, our audience size gets smaller.

Make sense?

Great – let’s move on and look at the sections in more depth.

Targeting Audience Sizes

You have to get your target audience size larger or smaller based upon your campaign goals and budget.

In some cases, you’ll want small audiences – 1,000 to 10,000 people. In other cases, it will make more sense to go after a mid-sized audience of 10,000 to 500,000 people. I don’t recommend targeting audiences with millions of people unless you have a monstrous budget and zero accountability for how it’s spent.

Even if you do want to reach audiences that large, it’s still better to slice that group into smaller segments and create custom creative assets for each segment. By doing this you’ll see better performance than using one large set of creative.

Another thing I have found is that when promoting content, we often get cheaper results (on a CPE, CPC, or CPM basis) from audiences of 10k-100k than we do from a smaller audience of 1-10k. I suspect that this is somewhat baked into Facebook’s pricing model – charging you for more tightly targeted audiences the same way you’d pay more for any niche advertising in print or digital.

Tracking Your Website Traffic – Create a list of people who visit your website or view specific web pages. This requires you to place a tracking pixel on your website that Facebook provides.

Tracking Your App Activity – Create a list of people who have taken a specific action in your app or game. This requires you to connect Facebook to your app or game.

You can Include OR Exclude a custom audience from the group of people you’re targeting, which can be really handy for excluding users who have already seen your “thank you” pages after a transaction is finished.

Facebook Location Targeting

Location is one of the more obvious targeting options, but has some unexpected characteristics depending on when the user was in that location.

You can choose from the following location types:

Countries

Counties/regions

Cities

ZIP/postal codes

Addresses

Designated Market Areas®

You can filter these further based upon time frame:

Everyone in this location (default option)

People who live in this location

People recently in this location

People travelling in this location (these are people who are visiting right now but normally live more than 100 miles away)

Notes: Location targeting isn’t available in all countries, and Facebook will not include the radius of an address or city that extends into neighboring countries.

Facebook Age, Gender, & Language Targeting

This is the simplest section you’ll deal with.

Age

Defaults to 18-65+, but you can select users as young as 13. Users over 65 are always grouped together as “65+”.

Gender

Defaults to all, and you can filter to just men or just women.

Language

Open ended list of languages to choose from.

Facebook Demographic Targeting

Language is typically shown as its own drop down box, while the rest of the Demographic options are lumped together in a large drop down labeled as “More Demographics”:

Income (Sourced from Acxiom – “Income is either consumer self-reported through a survey or estimated based on a variety of demographic data such as age, occupation, home ownership, and a median income for the local area.”)

Interests are one of the targeting areas where things get really interesting, because you can type in just about any topic, brand, place, or other concept and target those users if the audience is large enough.

Facebook also has a number of pre-set interest groups that you can browse, grouped as the following sections: